Jeff Bezos And The End of PowerPoint As We Know It http://www.forbes.com/sites/carminegallo/2012/09/07/jeff-bezos-a...

Carmine Gallo (http://www.forbes.com/sites/carminegallo/) Contributor

I write about success, leadership and communications.
Opinions expressed by Forbes Contributors are their own.

LEADERSHIP (/LEADERSHIP) 9/07/2012 @ 10:26AM 101,881 views

Jeff Bezos And The End of

PowerPoint As We Know It
Comment Now Follow Comments

The next time you deliver

a PowerPoint
presentation that
mattersa product
launch, investor pitch,
new client meeting take
Amazon CEO Jeff Bezos
a cue from Amazon CEO addresses a press conference to
introduce new Amazon and
Jeff Bezos Kindle products in New York,
(http://www.forbes.com September 28, 2011.(Image
credit: AFP/Getty Images via
/profile/jeff-bezos/) and @daylife)
ditch the bullet points.
When Bezos unveiled the
all-new new Kindle Fire HD this week, his
presentation slides were light on text and heavy on
images. This style of delivering presentations is
fresh, engaging, and ultimately far more effective
than slide after slide of wordy bullet points.

Since I wrote The Presentation Secrets of Steve Jobs

(http://www.forbes.com/profile/steve-jobs/), Ive
noticed that many business leaders around the
world are adopting the image-rich style including
very famous CEOs such as Facebook
(http://www.forbes.com/companies/facebook/)
founder Mark Zuckerberg (http://www.forbes.com
/profile/mark-zuckerberg/), Yahoo
(http://www.forbes.com/companies/yahoo/) CEO
Marissa Mayer, and even Microsoft CEO Steve
Ballmer. The style works for any leader, in any industry. Ford CEO Alan
Mulally even called me personally to thank me for revealing the techniques.
NoteSteve Jobs used Apple Keynote software for his presentations, as do
current Apple executives. However, since most people use PowerPoint, I use
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PowerPoint as a synonym for presentations. While there are differences

between Keynote and PowerPoint, effective storytelling techniques apply
equally to both. And no, Steve Jobs did not invent the style. He just happened
to use it very effectively.

Now back to Bezos. The typical PowerPoint slide has forty words. It was nearly
impossible to find forty words on ten slides of the Amazon presentation. Bezos
told the story behind the new products in images and text. Ive discussed this
technique before in more detail but in short, its called Picture Superiority. It
simply means that the brain processes information more effectively when the
information is presented in pictures and words instead of words alone.
Neuroscientists have also found that when a slide (or advertisement) contains
pictures and words, its best to have the picture on the left side of the page or
slide and words on the right. This is exactly what Bezos did for a majority of
his slides.

For example, Bezos introduced the new Kindle Fire HD with a series of slides
that just showed images of the products features and services (movies, games,
photos). He also played a new video ad (most people dont use enough
multimedia in their presentations. Video clips are engaging and memorable.
Just keep them short). On the final slide where Bezos revealed the price, he
included a picture of the device on the left side of the slide and these words on
the right:

Kindle Fire HD
7 16GB
$199

Earlier in the presentation, Bezos unveiled the

Kindle Paperwhite, an e-reader with a higher
resolution display and patented built-in light. Bezos
said the battery lasts eight weeks. Most presenters
would have added 8 weeks battery life to a long list
of bullet points/features on one slide. Instead Bezos
showed a picture of a calendar with the months
September and October. September 6the day of
the presentationwas highlighted in red and Bezos
told the audience that the battery would last until the end of October. Thats
memorable. People will recall the text8 weeks battery lifemuch more easily
because it was connected with the image of the calendar. I know I will. Thats
picture superioritya little text and a lot of pictures.

I know what some of you are thinkingit works for Bezos because hes
revealing products that people can see and touch. Let me be clearpicture
superiority works in any presentation, even for the most complex ideas. I
recently gave a presentation on the topic of communication and storytelling to
scientists at one of Americas largest nuclear labs. One person implemented
the techniques immediately and sent me an email, saying it helped him deliver
one of the most persuasive presentations of his career.

In no way am I advocating that you ditch PowerPoint. I am recommending

that you ditch PowerPoint as we know itdull, wordy, and overloaded with
bullet points. Image-rich presentations work effectively because pictures
appeal to the right hemisphere of the brainthe emotional side. You can have
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great ideas backed up by data and logic, but if you dont connect with people
emotionally, it doesnt matter.

Carmine Gallo (http://www.carminegallo.com) is the communications coach

for the worlds most admired brands. He is a popular keynote speaker
(http://www.brightsightgroup.net/2011/01/carmine-gallo.html) and author of
several books, including the international bestsellers The Presentation Secrets
of Steve Jobs (http://www.amazon.com/Presentation-Secrets-Steve-
Jobs-Insanely/dp/0071636080/ref=sr_1_1?ie=UTF8&qid=1330038626&
sr=8-1) and The Innovation Secrets of Steve Jobs (http://www.amazon.com
/The-Innovation-Secrets-Steve-Jobs/dp/007174875X/ref=sr_1_1?ie=UTF8&
qid=1338478960&sr=8-1). His new book, The Apple Experience: Secrets to
Building Insanely Great Customer Loyalty
(http://www.appleexperiencebook.com) is the first book to reveal the secrets
behind the stunning success of the Apple Retail Store. Carmine has recently
launched an eLearning course (http://www.carminegalloacademy.com) titled,
The New Rules of Persuasive Presentations. Follow Carmine on Facebook
(http://www.facebook.com/carminegalloauthor)or Twitter
(http://www.twitter.com/carminegallo).

***

Read more:

Why So Many Experts Are Terrible Speakers: Top 5 Public

Speaking Mistakes (http://www.forbes.com/sites/kathycaprino
/2011/11/16/why-so-many-experts-are-terrible-speakers-top-5-
public-speaking-mistakes/)

How The Apple Store Seduces You With The Tilt Of Its Laptops
(http://www.forbes.com/sites/carminegallo/2012/06/14/why-
the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store/)

The 7 Success Principles Of Steve Jobs (http://www.forbes.com

/sites/carminegallo/2011/01/04/the-7-success-principles-of-steve-
jobs/)

How LinkedIn Has Turned Your Resume Into A Cash Machine

(http://www.forbes.com/sites/georgeanders/2012/06/27/how-
linkedin-strategy/)

57 comments, 11 called-out Comment Now Follow Comments

Mike Myatt (http://www.forbes.com/sites/mikemyatt/) Contributor

I write about leadership myths, and bust them one-byone.
Opinions expressed by Forbes Contributors are their own.

LEADERSHIP (/LEADERSHIP) 4/04/2012 @ 4:59PM 889,215 views

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10 Communication Secrets of
Great Leaders
Comment Now Follow Comments

(http://blogs-

images.forbes.com/mikemyatt/files/2014/04/orators13.jpg)It is simply
impossible to become a great leader without being a great communicator. I
hope you noticed the previous sentence didnt refer to being a great talker
big difference. The key to becoming a skillful communicator is rarely found in
what has been taught in the world of academia. From our earliest days in the
classroom we are trained to focus on enunciation, vocabulary, presence,
delivery, grammar, syntax and the like. In other words, we are taught to focus
on ourselves. While I dont mean to belittle these things as theyre important
to learn, its the more subtle elements of communication rarely taught in the
classroom (the elements that focus on others), which leaders desperately need
to learn. In todays column Ill share a few of the communication traits, which
if used consistently, will help you achieve better communication results.

It is the ability to develop a keen external awareness that separates the truly
great communicators from those who muddle through their interactions with
others. Examine the worlds greatest leaders (http://www.n2growth.com
/history-leadership) and youll find them all to be exceptional communicators.
They might talk about their ideas, but they do so in a way which also speaks to
your emotions and your aspirations. They realize if their message doesnt take
deep root with the audience then it likely wont be understood, much less
championed.

I dont believe it comes as any great surprise that most leaders spend the
overwhelming majority of their time each day in some type of an interpersonal
situation. I also dont believe it comes as a great shock that a large number of
organizational problems occur as a result of poor communications. It is
precisely this paradox that underscores the need for leaders to focus on
becoming great communicators. Effective communication is an essential
component of professional success whether it is at the interpersonal, inter-
group, intra-group, organizational, or external level. While developing an
understanding of great communication skills is easier than one might think,
being able to appropriately draw upon said skills when the chips are down is
not always as easy as one might hope for.

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Skills acquired and/or knowledge gained are only valuable to the extent they
can be practically applied when called for. The number one thing great
communicators have in common is they possess a heightened sense of
situational and contextual awareness. The best communicators are great
listeners and astute in their observations. Great communicators are skilled at
reading a person/group by sensing the moods, dynamics, attitudes, values and
concerns of those being communicated with. Not only do they read their
environment well, but they possess the uncanny ability to adapt their
messaging to said environment without missing a beat. The message is not
about the messenger; it has nothing to do with messenger; it is however 100%
about meeting the needs and the expectations of those youre communicating
with.

So, how do you know when your skills have matured to the point that youve
become an excellent communicator? The answer is youll have reached the
point where your interactions with others consistently use the following ten
principles:

1. Speak not with a forked tongue: In most cases, people just wont open
up to those they dont trust. When people have a sense a leader is worthy of
their trust they will invest time and take risks in ways they never would if their
leader had a reputation built upon poor character or lack of integrity. While
you can attempt to demand trust, it rarely works. Trust is best created by
earning it with right acting, thinking, and decisioning. Keep in mind people
will forgive many things where trust exists, but will rarely forgive anything
where trust is absent.

2. Get personal: Stop issuing corporate communications and begin having

organizational conversations think dialog not monologue. Heres the thing
the more personal and engaging the conversation is the more effective it will
be. There is great truth in the following axiom: people dont care how much
you know until they know how much you care. Classic business theory tells
leaders to stay at arms length. I say stay at arms length if you want to remain
in the dark receiving only highly sanitized versions of the truth. If you dont
develop meaningful relationships with people youll never know whats really
on their mind until its too late to do anything about it.

3. Get specific: Specificity is better than Ambiguity 11 times out of 10: Learn
to communicate with clarity. Simple and concise is always better than
complicated and confusing. Time has never been a more precious commodity
than it is today. It is critical leaders learn how to cut to the chase and hit the
high points its also important to expect the same from others. Without
understanding the value of brevity and clarity it is unlikely youll ever be
afforded the opportunity to get to the granular level as people will tune you out
long before you ever get there. Your goal is to weed out the superfluous and to
make your words count.

4. Focus on the leave-behinds not the take-aways: The best

communicators are not only skilled at learning and gathering information
while communicating, they are also adept at transferring ideas, aligning
expectations, inspiring action, and spreading their vision. The key is to
approach each interaction with a servants heart. When you truly focus on
contributing more than receiving you will have accomplished the goal. Even
though this may seem counter-intuitive, by intensely focusing on the other
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partys wants, needs & desires, youll learn far more than you ever would by
focusing on your agenda.

5. Have an open mind: Ive often said that the rigidity of a closed mind is
the single greatest limiting factor of new opportunities. A leader takes their
game to a whole new level the minute they willingly seek out those who hold
dissenting opinions and opposing positions with the goal not of convincing
them to change their minds, but with the goal of understanding whats on their
mind. Im always amazed at how many people are truly fearful of opposing
views, when what they should be is genuinely curious and interested. Open
dialogs with those who confront you, challenge you, stretch you, and develop
you. Remember that its not the opinion that matters, but rather the
willingness to discuss it with an open mind and learn.

6. Shut-up and listen: Great leaders know when to dial it up, dial it down,
and dial it off (mostly down and off). Simply broadcasting your message ad
nauseum will not have the same result as engaging in meaningful
conversation, but this assumes that you understand that the greatest form of
discourse takes place within a conversation, and not a lecture or a monologue.
When you reach that point in your life where the light bulb goes off, and you
begin to understand that knowledge is not gained by flapping your lips, but by
removing your ear wax, you have taken the first step to becoming a skilled
communicator.

7. Replace ego with empathy: I have long advised leaders not to let their
ego write checks that their talent cant cash. When candor is communicated
with empathy & caring and not the prideful arrogance of an over inflated ego
good things begin to happen. Empathetic communicators display a level of
authenticity and transparency that is not present with those who choose to
communicate behind the carefully crafted facade propped-up by a very fragile
ego. Understanding the this communication principle is what helps turn anger
into respect and doubt into trust.

8. Read between the lines: Take a moment and reflect back on any great
leader that comes to mind youll find they are very adept at reading between
the lines. They have the uncanny ability to understand what is not said,
witnessed, or heard. Being a leader should not be viewed as a license to
increase the volume of rhetoric. Rather astute leaders know that there is far
more to be gained by surrendering the floor than by filibustering. In this age of
instant communication, everyone seems to be in such a rush to communicate
whats on their mind that they fail to realize everything to be gained from the
minds of others. Keep your eyes & ears open and your mouth shut and youll
be amazed at how your level or organizational awareness is raised.

9. When you speak, know what youre talking about: Develop a

technical command over your subject matter. If you dont possess subject
matter expertise, few people will give you the time of day. Most successful
people have little interest in listening to those individuals who cannot add
value to a situation or topic, but force themselves into a conversation just to
hear themselves speak. The fake it until you make it days have long since
passed, and for most people I know fast and slick equals not credible. Youve
all heard the saying its not what you say, but how you say it that matters,
and while there is surely an element of truth in that statement, Im here to tell
you that it matters very much what you say. Good communicators address
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both the what and how aspects of messaging so they dont fall prey to
becoming the smooth talker who leaves people with the impression of form
over substance.

10. Speak to groups as individuals: Leaders dont always have the luxury
of speaking to individuals in an intimate setting. Great communicators can
tailor a message such that they can speak to 10 people in a conference room or
10,000 people in an auditorium and have them feel as if they were speaking
directly to each one of them as an individual. Knowing how to work a room
and establish credibility, trust, and rapport are keys to successful interactions.

11. Bonus Be prepared to change the message if needed: Another

component of communications strategy that is rarely discussed is how to
prevent a message from going bad, and what to do when does. Its called being
prepared and developing a contingency plan. Again, you must keep in mind
that for successful interactions to occur, your objective must be in alignment
with those you are communicating with. If your expertise, empathy, clarity,
etc. dont have the desired effect, which by the way is very rare, you need to be
able to make an impact by changing things up on the fly. Use great questions,
humor, stories, analogies, relevant data, and where needed, bold statements to
help connect and engender the confidence and trust that it takes for people to
want to engage. While it is sometimes necessary to Shock and Awe this tactic
should be reserved as a last resort.

Dont assume someone is ready to have a particular conversation with you just
because youre ready to have the conversation with them. Spending time
paving the way for a productive conversation is far better than coming off as
the proverbial bull in a china shop. Furthermore, you cannot assume anyone
knows where youre coming from if you dont tell them. I never ceased to be
amazed at how many people assume everyone knows what they want to occur
without ever finding it necessary to communicate their objective. If you fail to
justify your message with knowledge, business logic, reason, empathy etc., you
will find that said message will likely fall on deaf ears needing reinforcement
or clarification afterward.

Bottom line The leadership lesson here is whenever you have a message to
communicate (either directly, or indirectly through a third party) make sure
said message is true & correct, well reasoned, and substantiated by solid
business logic that is specific, consistent, clear and accurate. Spending a little
extra time on the front-end of the messaging curve will likely save you from
considerable aggravation and brain damage on the back-end. Most
importantly of all, keep in mind that communication is not about you, your
opinions, your positions or your circumstances. Its about helping others by
meeting their needs, understanding their concerns, and adding value to their
world. Do these things and youll drastically reduce the number of
communications problems youll experience moving forward.

Thoughts?

Follow me on Twitter @MikeMyatt (http://twitter.com/mikemyatt)

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